xxxiv, 278 pages : 26 cm

"This book is about a growing model for business and nonprofit involvement - an innovative way of working together for mutual benefit: partnering for purpose, passion, and profits." "Cause marketing - a new discipline in the corporate citizenship field, a new mission-based fundraising and marketing tool for nonprofits - is a corporate/nonprofit partnership that aligns the power of a company's brand, marketing, and people with a nonprofit cause's brand and assets, to create shareholder and social value and to publicly communicative values."--Jacket

"This book is part of the Association of Fundraising Professionals (AFP) and John Wiley & Sons Inc. series on fund development for the nonprofit sector"--Acknowledgements

Includes bibliographical references and index

Ch. 1. The new corporate-nonprofit engagement -- ch. 2. Integrating value and values -- ch. 3. Evolution of cause marketing -- ch. 4. Cause-marketing products -- ch. 5. Cause-marketing issue promotions -- ch. 6. Cause-marketing programs -- ch. 7. Creating a cause-marketing orientation : cause preparedness -- ch. 8. Building the cause-marketing program : collaboration, combining assets, creating values -- ch. 9. Implementing the cause-marketing program : execution and corporate and community outcomes -- ch. 10. National organizations : American Heart Association and First Book -- ch. 11. Local organizations : food bank (New York City) and Canadian Cancer Society (Vancouver Island region, British Columbia and Yukon district) -- ch. 12. Cause-marketing principles and cautions : seven golden rules, seven deadly sins

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